PUNTA CANA, Dominican Republic — Artificial intelligence is reshaping the travel industry, but instead of eliminating jobs, it will create new professional roles while allowing people to focus on higher-value work. That was the key message from Javier Cabrerizo, Chief Strategy & Transformation Officer at HBX Group, during a press conference at MarketHub Americas 2026.

Cabrerizo compared today's AI revolution to the travel industry's shift from offline to online bookings, arguing that every major technological transformation changes the nature of work rather than replacing people altogether.

"Whenever a new technology emerges, jobs evolve. The same happened when travel moved from offline to online bookings, and it will happen again with artificial intelligence."

AI will transform travel distribution while strengthening human experiences

According to Cabrerizo, the greatest impact of AI will be on travel distribution and digital processes, while the experience at the destination will remain deeply human.

"Travelers ultimately want human experiences. Distribution will become increasingly digital, but the destination experience will continue to rely on personal interaction."

He explained that AI agents will increasingly handle repetitive operational tasks, while professionals will oversee, configure, and supervise those intelligent systems.

"People will move away from repetitive work and focus on higher-value activities. At the same time, new jobs will emerge around designing, managing, and governing AI agents."

Latin America is leading global travel growth

Cabrerizo also highlighted Latin America's outstanding performance as one of the fastest-growing travel markets.

Although HBX Group initially expected the Middle East to lead global growth this year, changing market conditions have shifted that outlook.

"Today, Latin America is the fastest-growing region—not only for HBX Group but across the entire travel industry."

He encouraged travel companies to begin their AI transformation immediately rather than waiting for the perfect strategy.

"Don't wait for the perfect moment. Technology evolves so quickly that if you spend six months creating the perfect plan, you'll already be behind."

AI is transforming business models—not just technology

One of Cabrerizo's central messages was that artificial intelligence should not be viewed simply as another technology investment.

"At HBX Group, we don't see AI as a technology project. We see it as a transformation of the industry's entire operating model."

For that reason, the company's AI strategy is managed as a business transformation initiative rather than exclusively by its technology department.

Future talent will combine business expertise and innovation

Cabrerizo believes that technical skills alone will become less important as AI makes programming and automation increasingly accessible.

Instead, understanding customer needs, business strategy, and market dynamics will become the most valuable capabilities.

"Knowing the business, understanding customers, and recognizing market needs will become more valuable than knowing how to code."

He added that curiosity, adaptability, and an innovative mindset will be the qualities most sought after in tomorrow's workforce.

Technology for booking, humanity for traveling

Cabrerizo concluded that AI-powered conversations will make travel planning more personalized and efficient, but once travelers reach their destination, authentic human experiences will remain irreplaceable.

"Companies that invest only in technology will lose. Companies that invest only in human interaction will also lose. Success will come from finding the right balance between both throughout the traveler journey."

According to HBX Group, the future of tourism will combine intelligent automation with genuine human experiences, creating a more efficient and more personal travel industry.